Jin Jiang Hotels (China) has released its 2025 global strategy, naming Southeast Asia as its core growth market: 180 hotel projects are planned across the region within five years, covering Thailand, Malaysia, Indonesia, Vietnam, the Philippines and Singapore.
The strategy follows a path of brand export, localised operations and supply-chain globalisation: Jin Jiang contributes the product standards and brand equity of its six outbound brands, local partners build the on-the-ground operating teams, and centralised procurement plus supply-chain systems reduce the fit-out cost per room.
Jin Jiang currently operates 18,200+ hotels, 1.71 million rooms and a 200-million-member loyalty base worldwide. Hotel chain penetration in Southeast Asia remains below 12% (under 10% in Indonesia), a market widely seen as being on the eve of a chain-expansion surge.